RCSC 320 Chapter Notes - Chapter 8-10: Conjoint Analysis, Brand Equity, Rorschach Test
18 Apr 2016
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Chapter 8: developing a brand equity measurement and. Brand audit: where the brand has been comprehensive examination of a brand to discover its sources of brand equity. It is a consumer-focused exercise to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve the leverage its equity. Must understand brand equity from the perspective of both the firm and consumer. Two steps: brand inventory: is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded. Must identify the associated brand elements and the supporting marketing program: brand exploratory: research that provides detailed information about what consumers actually feel and think of the brand to identify sources of brand equity. Provides valuable tactical insights into the short-term effectiveness of marketing programs and activities.
